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Best Agro Industrial Company - UK
JUSTIN SUGAR Revolutionising the sugar industry Justin Sugar Ltd is a London based Agro Industrial Company dedicated to building Greenfield sugar projects, with an emphasis on local improvement and the development of infrastructure in rural areas. We spoke to CEO Justin Sugar to gain a tantalising insight into his dynamic and exciting company and the unique products it provides.
Justin Sugar Ltd has a vast history, which stems back to the days when my late father, Justin Thry Dong Dong started trading sugar to Africa from Cuba in 1972. The business was formerly established in 2008, when I started working on formulation of his unique product, yellow sugar following a vast amount of research and scientific experimentation. As a great visionary, he predicted the decline of refined sugar due to health issues such as diabetes and obesity, and as such we are making progress in our aim to perfect yellow sugar, and make it the go-to sugar supplement for those looking for a healthier alternative. Currently our work revolves around projecting to produce and launch natural yellow sugar and licencing formula to sugarcane producers to replace 10% of the world consumption of brown sugar with our product in order to reduce the risk of diabetics, cancers and obesity by keeping the same flavour/taste of regular brown and refined white cane sugar with sensibly fewer calories. Sugar is addictive, and is the key ingredient in many processed foods on the market today, therefore sugar manufacturers must invest into reducing all or part of risks of diseases and find serious natural alternatives in order to keep the population of this world safe from their sugar habit. This has been always the main goal of Justin
6 / Business Excellence Awards 2016
Sugar Group Ltd, and for many years we have strived to bring the Yellow sugar to the market in the near future for the first time and offer a tasty, natural and healthier alternative to sugar. Justin Yellow Sugar, our signature product, is a natural brown sugar processed with liquid of Koocodong diluted into cane molasses. This simple inclusion helps to reduce the unhealthy effects of the sugar after consumption, whilst not affecting the taste of the product. We are obtaining positive results from our current research and we plan to go further into clinical tests of the final product in the near future. As a firm we are assisted by a number of world class technical partners, engineers, agronomists and financial experts who work with us to achieve our goals and bring our product onto the market. We appreciate the substantial support from Biocity/Medicity Nottingham since 3 years for their assistance on researches and facilities, Ecopark group also provides expertise in ecosystem, food security program, waste management and the preservation of environment to help us build a better world for future generations. Within the food market at present a number of valiant efforts have been made to reduce the population’s intake of sugar, for example stevia. However, many of these products have an unappetising aftertaste which makes them unsuitable as a true alternative to sugar.